Top Tip

20 April, 2007

My top tip is about connecting with the customer and promoting repeat purchases. Always have one of the following to give to new customers flying through - an up-to-date wine list, a newsletter, upcoming in-store tasting invite, brochure of other services such as wedding lists, godchild cases, en-primeur etc. Independent merchants never have enough time, staff or money to continuously target and retain customers through on-going marketing, but the above hand-outs often reminds customers to come back.

Greg Sherwood, Handford Wines, London

Send us your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Write to laura.clark@william-reed.co.uk or phone 01293 610225




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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